I'm currently reading "The Innovator's DNA" - the most recent in the series on disruptive innovation (co)authored by Clay Christensen. This one looks at the skills of disruptive leaders and tries to figure out what's different - how did they discover their idea? According to their research, it comes down to five traits.
- Associating - the ability to look at a variety of things and connect the dots in new and novel ways.
- Questioning - poking holes in the status quo by asking "why does it have to be that way?"
- Observing - the art of seeing is grossly under-appreciated
- Networking - getting ideas and feedback from as a diverse source of inputs as possible
- Experimenting - since these ideas haven't been done before, learn by doing, discarding and defining
In the context of marketing, and digital in particular, these traits make sense when trying to deliver a seamless experience across the touch points.
There are some interesting self-assessments on the website as well. I lean toward the 'discovery' vs. 'delivery' side of things.